> but since when did we start (or stop) using a company's products and services based on the company (or individual CEO, founders') moral behavior? Since forev

> but since when did we start (or stop) using a company's products and services based on the company (or individual CEO, founders') moral behavior? Since forever. At the bottom of this comment I've linked a study saying 50% of people will change their purchasing power on a companies perceived moral. Brand has always been a massive component of a companies value and sales driver. There's a strong reason companies publicise good acts, donations to charities etc and have been doing this since early days of the modern economy. And this is increasing important the more elastic and comparable a product/service. >By that notion -- judging a company or service based on moral behavior and deciding to not use them -- one cannot properly function on a day to day basis in the modern world. This feels all or nothing. People act on what they know. Or what they care about. One does not have to be fully informed to have these decisions. Nor stop using a product where you feel let down by a companies morals. Only use an alternate when a person feels the alternate is a reasonable replacement. The study I found with a quick search. https://theamericangenius.com/business-marketing/company-ethics-actually-affect-purchase-decisions-study/ https://theamericangenius.com/business-marketing/company-eth...